BUILDING AUDIENCES OR BUILDING DEMAND? · Ben Cameron Program Director for the Arts Doris Duke...
Transcript of BUILDING AUDIENCES OR BUILDING DEMAND? · Ben Cameron Program Director for the Arts Doris Duke...
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BUILDING AUDIENCES OR BUILDING DEMAND?
Ben Cameron Program Director for the Arts
Doris Duke Charitable Foundation
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CREATIVITY (Angeles Arrien)
! Show Up ! Listen Deeply ! Speak the Truth ! Let Go of
Predetermined Results
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Doris Duke
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DECLINING AUDIENCES
WHAT THE PUBLIC WANTS
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! “We are out in a country that has no language, no laws…The maps they gave us are out of date by years….”
! - Adrienne Rich, Dream of a Common Language
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OBJECTIVE TERM OBSTACLES SOLUTIONS (Examples)
Increase # of times current audience attends
Deepening • Opportunity • Money • Awareness
• New social programs • Ticket discounts • Newsletters and
targeted email
Increase # of people like current audience
Broadening • Logistic • Money • Awareness
• Provide transportation • Change curtain times • Ticket Discounts • “Bring a Friend” offers • Change of venue • Expand marketing
Attract people not like current audience
Diversifying Relevance • Relationships with, not marketing at
• Change content • Change staff, board,
artists
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NEA Chair Rocco Landesman: “We need to reduce the number of arts organizations in America.”
Doris Duke Charitable Foundation: “Can we grow demand?”
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Building Demand Increasing the number of
people who voluntarily give time, money and/or energy to
the arts
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Performance/
Exhibition
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Performance /Exhibit
Elaborated Performance/
Exhibit
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Performance /Exhibit
Elaborated Performance/
Exhibit
Co-Curation
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Performance /Exhibit
Elaborated Performance/
Exhibit Co-Curation
Co-Creation
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Performance /Exhibit
Elaborated Performance/
Exhibit Co-Curation Co-Creation Surrender
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Performance /Exhibit
Elaborated Performance/
Exhibit Co-Curation Co-Creation Surrender
Professional Artist Control Decreases
Public Participation Grows
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Audiences only 1 indicator of demand
" Avocational Practice " Arts Education Program " Public Referenda " Editorial space " And more…..
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EXPLORATION IMPLEMENTATION
Grant Recipients Artist(s) and arts organization teams
Artist(s) and arts organization teams
Grant Amount 35,000 Euros 97,000 Euros
Grant Distribution
50% Artist/ 50% organization
50% Artist/ 50% organization
Maximum Grant Period
15 months 36 months
Artist on Site 30 days minimum 90 days minimum
Additional benefits
• Webinar convenings
• Technical assistance
• 4,400 Euros for evaluation
• Webinar convenings • Overall program
evaluation by Wolf/Brown
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" Building demand takes time " Building demand in 21st Century
can require: ! Embracing technology ! Thinking across disciplines
" Building Demand means changing behavior
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! Thinking beyond art-making residencies
! Thinking outside single discipline ! Thinking beyond audiences ! Thinking strategically ! Thinking specifically ! Measurement and evaluation
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! Is this a flawed idea? ! Is this an important idea that simply needs
more time? ! Are professional arts organizations the wrong
groups to build demand? ! Are we trying to build demand for
experiences we want audiences to have and ignoring where demand is already growing?
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! Shifts from short-term advocacy to long-term expectation
! Centered in values and ideas held by advocate public, not by professionals
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Our language is
deeply alienating.
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Social bonding is the most deeply held
value.
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Those who care most are people of color
under 40.
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NEW QUESTIONS ! WHAT IF OUR MISSION IS
SOCIAL ORCHESTRATION? ! WHAT IF OUR ROLE IS
PROVIDING SPRINGBOARDS TO OUR PUBLIC’S CREATIVITY?
! WHAT WOULD WE DO DIFFERENTLY IF WE THOUGHT
OF OURSELVES—NOT AS ORGANIZATIONS BUT AS
PLATFORMS?
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WHAT IF PEOPLE LOVE THE ARTS—
BUT SIMPLY DON’T LOVE OUR ARTS AND THE WAY WE DELIVER
THEM?
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BUILDING AUDIENCES OR BUILDING DEMAND?
Ben Cameron Program Director for the Arts
Doris Duke Charitable Foundation